Bob McCurdy, Pierre Bouvard Offer Ad Buying 'Diet Tips' In Westwood One Blog Post
May 18, 2016 at 7:14 AM (PT)
A TV interview about the benefits of a balanced diet inspired UPPINGTHEVOLUME founder and former KATZ MARKETING SOLUTIONS President BOB MCCURDY and CUMULUS/WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD to apply the same principles to media plan strategy, and the results are appearing as a blog post at WESTWOOD ONE's site TODAY (5/18).
In the post, “5 Strategies for a Healthy Media Plan,” MCCURDY and BOUVARD use new ADVERTISING RESEARCH FOUNDATION research that recommends devoting 71-75% of ad spending to traditional media to conclude that "overindulging" in digital buys leads to diminishing return on investment, and advertising in small portions across multiple platforms will deliver higher incremental sales.
Read the whole thing here.